RAPAPORT... White gold is the most popular metal for self-purchasing
millennial women, with yellow gold trailing in last place, according to a survey by MVI Marketing.

MVI conducted the survey in July among 1,001 US women aged
25 to 40 with an annual of income of $75,000 or higher. Some 35% of respondents
said they would be most likely to buy white-gold jewelry if making a purchase
for themselves. Silver came in second at 17%, while 15% chose platinum.

Women treating themselves to luxury jewelry were most likely
to buy white-gold diamond pieces, followed by white-gold jewelry with precious
stones such as emeralds, rubies, and sapphires; platinum with diamonds; and
silver with diamonds. Consumers even preferred white gold without
gemstones or diamonds to yellow gold with diamonds.

Tiffany & Co. was the jewelry brand from which
respondents were most likely to purchase, or from which they already owned
products. The next most popular were Pandora, Swarovski, Alex and Ani, Gucci,
Cartier, Tory Burch, and David Yurman.

More than a third of those surveyed said they would “regularly”
or “frequently” post on social media about a product or brand they liked. Facebook
was the primary social outlet for sharing, with 63% of respondents choosing
that platform over Instagram, which garnered 28% of the vote.

When it comes to synthetic diamonds, 13% of respondents said
they were “very likely” to purchase a lab-grown stone, 21% said they “probably”
would, while 43% said “maybe” they would, but they didn’t know enough about
them.